QSR magazine - Philly Pretzel Factoryhttp://www.qsrmagazine.com/category/chains/philly-pretzel-factory
enPhilly Pretzel Factory Celebrates National Pretzel Dayhttp://www.qsrmagazine.com/news/philly-pretzel-factory-celebrates-national-pretzel-day
<div class="field field-name-field-exclusive-brief field-type-list-boolean field-label-hidden"><div class="field-items"><div class="field-item even">no</div></div></div><div class="field field-name-body field-type-text-with-summary field-label-hidden"><div class="field-items"><div class="field-item even"><p>On Saturday, April 26, Philly Pretzel Factory will give away a free pretzel to every guest who enters one of the 135 franchised stores in celebration of National Pretzel Day.</p>
<p>“The entire Philly Pretzel Factory franchise system and our customers look forward to National Pretzel Day every year as the biggest and best day of the year,” says Dan DiZio, CEO and cofounder of Philly Pretzel Factory. “We love treating our customers to a free pretzel all day because we think it is important to show them how valued they are to us and to let them know we wouldn’t be where we are today as the best Philly style pretzel bakery that exists without their continued devotion to our brand.”</p>
<p>For seven years, Philly Pretzel Factory has embraced National Pretzel Day as a fun celebration to give back to the communities who love its products. Franchisees nationwide have been preparing for the day for weeks and have garnered a following from local neighborhoods. Social media sites like Facebook and Twitter have been a big element in promoting the national holiday, and many fans have turned to these platforms to interact with the brand on a more personal level.</p>
<p>“Much of the success and popularity for National Pretzel Day stems from our social media outlets, where fans have gathered to share stories, post photos, and extend their in-store experience,” DiZio says. “We’re 85,000-plus fans strong and continuously growing—I’m looking forward to witnessing the event in-store and online to see all our fans celebrating together.” </p>
<p>National Pretzel Day was founded in 1983 when Philadelphia Rep. Robert S. Walker declared his favorite food was deserving of its own holiday. In April of 2003, Pennsylvania Governor Ed Rendell declared April 26 National Pretzel Day to honor and recognize the importance of the German treat in the state’s history.</p>
<p>During the time of the first declaration, but long before Philly Pretzel Factory was built, DiZio already had the talent and flair for selling the doughy food. At the age of 11, DiZio would ride his bike to the corner of Southampton and Boulevard to sell his own pretzel creations in downtown Philadelphia. The young entrepreneur would sell five pretzels for $1, averaging a total sale of 1,000 pretzels per day. After giving a cut to the supplier, DiZio would pocket $100 and ride home.</p>
<p>Hoping to turn his corner pretzel stand into a bigger operation, DiZio partnered with college buddy Len Lehman in 1998 to create the first Philly Pretzel Factory blueprint. Since then, the brand has grown from a single location to a 135-plus-unit franchise with plans of opening 40 to 50 more locations in 2014 in Walmart locations in addition to the traditional storefront.</p>
<p>Philly Pretzel Factory’s motto, “Hot Outta the Oven,” ensures that each pretzel is enjoyably soft and satisfying, just as the original Philadelphia bakers had intended. Every pretzel is made from scratch and is twisted by hand, giving customers quality and authenticity.</p>
<p> </p>
</div></div></div><div class="field field-name-taxonomy-vocabulary-7 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Other Kickers:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/other-kickers/technology/social-media">Social Media</a></div><div class="field-item odd"><a href="/category/other-kickers/technology/promotions">Promotions</a></div></div></div><div class="field field-name-taxonomy-vocabulary-3 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Microsites:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/microsites/marketing">Marketing</a></div></div></div><div class="field field-name-taxonomy-vocabulary-4 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Chains:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/chains/philly-pretzel-factory">Philly Pretzel Factory</a></div></div></div>Thu, 24 Apr 2014 13:23:59 +0000tamara75566 at http://www.qsrmagazine.comPhilly Pretzel Factory Turns to Big-Box Retailer for Growth http://www.qsrmagazine.com/news/philly-pretzel-factory-turns-big-box-retailer-growth
<div class="field field-name-field-exclusive-brief field-type-list-boolean field-label-hidden"><div class="field-items"><div class="field-item even">no</div></div></div><div class="field field-name-field-image field-type-image field-label-hidden"><div class="field-items"><div class="field-item even"><img src="http://www.qsrmagazine.com/sites/qsrmagazine.com/files/styles/storyimage/public/news/philly-pretzel-factory-turns-big-box-retailer-growth.jpg?itok=bNT0yZXP" alt="" /></div></div></div><div class="field field-name-field-image-caption field-type-text-long field-label-above"><div class="field-label">Image Caption:&nbsp;</div><div class="field-items"><div class="field-item even">Philly Pretzel Factory in a Walmart. </div></div></div><div class="field field-name-field-image-credit field-type-text-long field-label-above"><div class="field-label">Image Credit:&nbsp;</div><div class="field-items"><div class="field-item even">Philly Pretzel Factory</div></div></div><div class="field field-name-body field-type-text-with-summary field-label-hidden"><div class="field-items"><div class="field-item even"><p>When the economy soured, the quick-service industry was not exempt from repercussions, but many brands took the opportunity to go back to the drawing board to draft a survival strategy. At Philly Pretzel Factory, that survival strategy flourished into a partnership with big-box retailer Walmart, and it’s shaping the brand’s expansion strategy for a stable financial future.</p>
<p>Founded in 1995 by entrepreneur and longtime pretzel maker Dan DiZio, Philly Pretzel Factory distinguished itself from similar brands by serving Bavarian pretzels, says Marty Ferrill, president.</p>
<p>“It’s different than the pretzels from Auntie Anne’s or Wetzel’s Pretzel—that Pennsylvania Dutch–type pretzel,” he says. “That product is usually made with a lot of butter, cinnamon sugar, or other flavorings. Our pretzel is a traditional, German Bavarian–style pretzel, and that’s very popular in Philadelphia.”</p>
<p>The second key distinguisher between Pretzel Factory and its competitors is volume: Whereas many soft pretzel mall models rely heavily on foot traffic, Ferrill’s concept excels in wholesale orders. He says the brand’s traditional units form partnerships with local schools, cafeterias, office buildings, and retailers who order large quantities of soft pretzels. This, in turn, means a large kitchen operation.</p>
<p>“We have these really big ovens, big mixers, big equipment, and it really is a little factory,” Ferrill says. “These deliveries also require longer hours of operation in the morning and are more labor-intensive.”</p>
<p>The unique operation and product allowed Philly Pretzel Factory to expand and franchise at a steady rate—until 2008, when economic forces rocked the whole industry. “We started to look at nontraditional ways to do business so we could lower our investment,” Ferrill says. “We started with a couple of the nontraditional models in amusement parks.”</p>
<p>Ferrill says the brand’s traditional model investment is $250,000–300,000, and the operation requires 1,200 square feet of space to accommodate the large kitchen equipment. The nontraditional model reduced both investment and unit size, making it more appealing to more franchisees, he adds.</p>
<p>The store model for amusement parks translated well into a test unit in a Pennsylvania Walmart, and in less than a year and a half, Philly Pretzel Factory franchised ten Walmart units. Another 28 are expected to open this year.</p>
<p>“The volume of a Walmart model compared to a traditional model seems to really depend on location, and traffic won’t be as high as in some of our traditional models,” Ferrill says. “But the unit economics are a lot different in terms of labor, build out, and financing.”</p>
<p>Ultimately, entering the nontraditional space meant gaining stability for the quick-serve brand, and Ferrill says the Walmart model will contribute to growth and expansion heavily in the coming years.</p>
<p><em>By Tamara Omazic</em></p>
</div></div></div><div class="field field-name-taxonomy-vocabulary-4 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Chains:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/chains/philly-pretzel-factory">Philly Pretzel Factory</a></div></div></div><div class="field field-name-taxonomy-vocabulary-3 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Microsites:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/microsites/ordering">Ordering</a></div></div></div><div class="field field-name-taxonomy-vocabulary-7 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Other Kickers:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/other-kickers/expansion/franchising">Franchising</a></div><div class="field-item odd"><a href="/category/other-kickers/expansion/growth">Growth</a></div></div></div>Tue, 18 Feb 2014 14:35:24 +0000tamara72971 at http://www.qsrmagazine.comPretzels and Italian Ice: Match Made in Heaven?http://www.qsrmagazine.com/news/pretzels-and-italian-ice-match-made-heaven
<div class="field field-name-field-exclusive-brief field-type-list-boolean field-label-hidden"><div class="field-items"><div class="field-item even">no</div></div></div><div class="field field-name-field-image field-type-image field-label-hidden"><div class="field-items"><div class="field-item even"><img src="http://www.qsrmagazine.com/sites/qsrmagazine.com/files/styles/storyimage/public/news/pretzels-and-italian-ice-match-made-heaven.jpg?itok=MN9t8vF7" alt="" /></div></div></div><div class="field field-name-body field-type-text-with-summary field-label-hidden"><div class="field-items"><div class="field-item even"><p>Most franchisees would jump at the opportunity to boost their revenue with limited additional costs. Jeff Moody and Marty Ferrill are trying to give their franchisees the ability to do just that.</p>
<p>Moody, CEO of Rita’s Italian Ice, and Ferrill, president of Philly Pretzel Factory, announced a new cobranding operation between their brands.</p>
<p>“It gives our franchisees and potentially Philly’s franchisees the ability to go into more places, to have higher volumes, to share personnel and facilities, and to get better economies,” Moody says. “Also, it provides a greater line up for consumers.”</p>
<p>Moody and Ferrill believe a dual-brand store will attract more consumers and generate more revenue than a single-brand store. “Pretzels and what we call ‘water ice’ go really well together. It’s a really nice fit,” Ferrill says. “And the additional revenue for one franchisee is the added benefit.”</p>
<p>Ferrill says franchisees’ finances are used more efficiently when they are able to utilize one space for two different products.</p>
<p>“The economics work better in terms of the build out for the space when you only need one thing now, like one refrigerator, one POS system,” he says.</p>
<p>Start-up costs for cobranded stores will be similar to those of a single-brand store, but franchisees with the two brands will see more returns due to their product variety, Moody says.</p>
<p>He says cobranding success is highly dependent upon operational, marketing, and product compatibility. Rita’s Italian Ice and Philly Pretzel Factory are both Philly-based brands and both share a commitment to high-quality, fresh products, making them ideal candidates for cobranding, Moody says.</p>
<p>“Even though one is baking pretzels and one is making ice and custard, they’re both fairly simple operationally, and they don’t need a very big footprint,” he says.</p>
<p>Ferrill says consumers are quickly recognizing the compatibility of the brands and fully support the decision to cobrand.</p>
<p>“The feedback from customers has been fantastic. A lot of real positive response just because the two concepts fit together so well, especially in this market,” Ferrill says. “Hearing things like, ‘Wow, you guys should have thought of this sooner, this is a great idea.’ It’s a really good, natural fit for these two brands.”</p>
<p>Ferrill hopes the new cobranded concept will one day be accessible throughout the East Coast.</p>
<p>“What we’re hoping is that we can go into some of these high-traffic areas, not just malls. High-traffic areas like bus terminals, train stations, airports, potentially even other nontraditional locations like amusement parks,” Ferrill says. “We’re excited about the opportunity, that’s for sure.”</p>
<p><em>By Marlee Murphy</em></p>
</div></div></div><div class="field field-name-taxonomy-vocabulary-7 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Other Kickers:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/other-kickers/operations/store">In the Store</a></div><div class="field-item odd"><a href="/category/other-kickers/expansion/growth">Growth</a></div></div></div><div class="field field-name-taxonomy-vocabulary-3 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Microsites:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/microsites/desserts">Desserts</a></div><div class="field-item odd"><a href="/category/microsites/back-house">Back of House</a></div></div></div><div class="field field-name-taxonomy-vocabulary-4 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Chains:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/chains/ritas-italian-ice">Rita&#039;s Italian Ice</a></div><div class="field-item odd"><a href="/category/chains/philly-pretzel-factory">Philly Pretzel Factory</a></div></div></div>Mon, 30 Sep 2013 12:47:49 +0000sam67306 at http://www.qsrmagazine.comHoney, I Shrunk the Storehttp://www.qsrmagazine.com/exclusives/honey-i-shrunk-store
<div class="field field-name-field-teaser field-type-text-long field-label-hidden"><div class="field-items"><div class="field-item even"><p>One concept hopes an inexpensive, portable kiosk will jumpstart expansion.</p>
</div></div></div><div class="field field-name-field-tio field-type-list-text field-label-above"><div class="field-label">Teaser Image Orientation:&nbsp;</div><div class="field-items"><div class="field-item even">Left</div></div></div><div class="field field-name-body field-type-text-with-summary field-label-hidden"><div class="field-items"><div class="field-item even"><p>As the U.S. economy shows signs of new growth in 2012, many quick serves are cautiously looking at expansion plans to see if they can jumpstart the growth that stalled with the recession.</p>
<p>Some franchise concepts are banking on the fact that cheaper, smaller footprints might be more attractive to potential franchisees in this rocky lending environment. One in particular, Philly Pretzel Factory, is hoping a new kiosk offering will draw new franchise partners and excite its existing franchisee base.</p>
<p>The 111-unit chain based in Philadelphia built its brand of fresh-baked pretzels with storefront locations in freestanding buildings and strip malls. Now it’s downsizing with a plan that will give franchisees the option of buying into a traditional store or opening a portable Philly Pretzel Factory kiosk.</p>
<p>“We’ve been over this concept many times and with many people and it just feels like a winner for us,” says Philly Pretzel Factory president Marty Ferrill. “It introduces what we do to a different group of customers, so we feel like the kiosks will ultimately enhance our brand.”</p>
<p>Ferrill says a major part of the company’s traditional business model has been bulk sales with many customers purchasing large quantities of pretzels for office parties or fundraisers.</p>
<p>“With the kiosks, we’re putting them in malls, transit stations, airports—just about any area where you have a high amount of pedestrian traffic,” he says. “In that case, most of the sales will be individual, and they’ll be primarily impulse buys.”</p>
<p>The U-shaped kiosks are designed to look like a smaller-scale version of a Philly Pretzel Factory store. Instead of the usual oven that fits 16 trays, the kiosk oven fits four. About 35 pretzels can be baked at a time, which should meet anticipated demand.</p>
<p>“If we had to, we could fill a very large order from a kiosk, but the focus will be on individual customers,” he says.</p>
<p>Kiosks will initially be offered to established Philly Pretzel Factory franchisees. Ferrill says many franchisees have already ordered kiosks as a compliment to their storefront business. After kiosks are offered to existing franchisees, they’ll be available for new franchisees looking to break into the brand.</p>
<p>The franchise and equipment fees for a Philly Pretzel Factory kiosk are less than $100,000; for an average store, that number is about $250,000.</p>
<p>“Funding may have loosened a bit, but it’s still a rough game out there in the lending world,” says Chris Allison, a franchise-business marketing consultant with Stone Ward in Little Rock, Arkansas. “If people see that you’re offering great value and opportunity for that price, they’ll take it, which is why lots of companies are looking to the kiosk concept to expand.”</p>
<div class="pullout">“If franchisees see that you’re offering great value and opportunity for that price, they’ll take it.”</div>
<p>Besides the smaller footprint and downsized staff (Philly Pretzel Factory recommends two to three crew members), another advantage of the kiosk is its mobility.</p>
<p>“It’s possible for a franchisee to sign a lease with a mall for six months, and if that doesn’t work out they can pack everything up and move it someplace else,” Ferrill says. “You can go where the business is. You can’t do that with a traditional storefront.”</p>
<p>Joel Libava, a franchise consultant based in Cleveland, says there are still challenges for the kiosk strategy, particularly in malls. He says many mall landlords know how valuable their property is.</p>
<p>“I’m shocked at how some malls, even though foot traffic is down to historically low levels, are still charging $5,000–$6,000 per month for a kiosk during the holidays,” he says. “You’ve got to really know the nuts and bolts of how many pretzels you’ve got to sell each day to break even in order to make those kinds of rents.”</p>
<p>Ferrill, though, says his company’s real estate department assists with lease negotiations to make sure operators aren’t given the short end of the stick.</p>
<p>“We evaluate locations and we help franchisees find one that fits their needs,” he says. “With malls it’s easier than it was five years ago. They want us, because a popular kiosk will help keep customers shopping.”</p>
<p>Ferrill isn’t concerned about the decline in the number of mall shoppers in recent years. “The aroma of the pretzels in the ovens spreads across the mall, and then there’s the proximity—you have to walk right past it,” he says. “That’s why we think this will be a winner.”</p>
</div></div></div><div class="field field-name-field-image field-type-image field-label-hidden"><div class="field-items"><div class="field-item even"><img src="http://www.qsrmagazine.com/sites/qsrmagazine.com/files/styles/storyimage/public/exclusives/honey-i-shrunk-store.jpg?itok=arM-ZNsI" alt="Philly Pretzel Factory rolled out a new cheaper kiosk footprint for franchisees." title="Philly Pretzel Factory rolled out a new cheaper kiosk footprint for franchisees." /></div></div></div><div class="field field-name-taxonomy-vocabulary-7 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Other Kickers:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/other-kickers/expansion/franchising">Franchising</a></div><div class="field-item odd"><a href="/category/other-kickers/expansion/growth">Growth</a></div></div></div><div class="field field-name-taxonomy-vocabulary-5 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Authors:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/authors/john-morell">John Morell</a></div></div></div><div class="field field-name-taxonomy-vocabulary-4 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Chains:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/chains/philly-pretzel-factory">Philly Pretzel Factory</a></div></div></div><div class="field field-name-taxonomy-vocabulary-3 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Microsites:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/microsites/design">Design</a></div></div></div>Wed, 14 Mar 2012 20:53:35 +0000rosie42756 at http://www.qsrmagazine.comTap into this Marketing Win-Winhttp://www.qsrmagazine.com/charitable-giving/tap-marketing-win-win
<div class="field field-name-body field-type-text-with-summary field-label-hidden"><div class="field-items"><div class="field-item even"><p>Cheesesteaks aren’t the only food Philadelphia obsesses over. Brent Schadler of Philly Pretzel Factory has been serving pretzels to a loyal community in the City of Brotherly Love since 2008.</p>
<p>Schadler developed a grassroots-style marketing strategy at both of his Philly Pretzel units. He’s not only immersing himself in the community, but also using fundraising as a main source of marketing for his business. While contributing to national organizations like the Red Cross and the Susan G. Komen Foundation, Schadler also delivers business to his units and creates relationships with local schools and churches.</p>
<p>Schadler shares how franchisees can use fundraising and community involvement to build consistent and dedicated business at their stores.</p>
<p><strong>1. Look at Fundraising as You Would Marketing</strong></p>
<p>It’s a fundamental element in quick service: Develop a quality product and provide the best customer service. Fundraising is another avenue of business where we get to practice both of those basic components of business out in the community and not just in our stores. Franchisees spend a lot of time and money building on these parts of business, and fundraising can only help these ventures.</p>
<p>Marketing costs a lot of money. A radio spot or phonebook ad can add up after a while and not guarantee anything in return. With fundraising, our product is out there, as well as our name, making it easier to reach a potential customer base we might be missing.</p>
<p>Simply put: It’s our biggest marketing campaign. This is especially good for franchisees similar to a brand like mine, because it’s hard to compete with the big brands out there. It really has the potential to give you an edge against huge marketing campaigns.</p>
<p>It’s really a no-brainer if a franchisee is undecided. The impact on our business is extraordinary. Being an on-site owner, I see people come in and recognize my brand, my staff, and my product. We might have reached out to kids for a community or school event and the kids tell their parents and so on. It’s a level of brand awareness that goes a long way.</p>
<p><strong>2. Take Control of Your Fundraising Partnerships</strong></p>
<p>The best part about a business avenue like this is the option to develop it yourself. If you’re at this point in your business, looking to stretch your legs a bit, you more than likely have customers who already have first-hand experience with your product, which is immediately to your advantage.</p>
<div class="pullout2">Set up meetings and bring your product with you. It's a small expense for the possibility of future business.</div>
<p>When you move forward, go out there yourself. Talk to these businesses or schools and speak with them directly. Go to athletic associations. Be honest with them. Both parties should immediately feel honored with the potential to make money symbiotically. Set up meetings and bring your product with you. It’s a small expense for the possibility of future business.</p>
<p>Next, decide and develop. Are there minimum or maximum amounts for a particular program? How much of each dollar would go toward that organization, or would a total percentage of daily sales be better? You might have some hiccups at the start, but this is your tool.</p>
<p>You can overcome any obstacle in terms of costs or options. I’ve never had to turn down an opportunity to give. Our product and service is there but again, we might not have that same type of influence as a big-brand quick serve. As a result, we are able to get deeper in the terms of opportunities and community involvement.</p>
<p><strong>3. Remember That You Still Have to Come Out on Top</strong></p>
<p>This really is a great tool for business, but it has the ability to ruin a business fast. You might be focusing too much on your wholesale costs for fundraising stints and miss serving the retail at a profitable cost.</p>
<p>Even worse, you didn’t set up a profit margin correctly and too many pennies on the dollar are going toward the organization that your net gain is very little based on your cost.</p>
<p>Bluntly put, if you don’t trust your product and your staff to perform, this can be a hurtful undertaking. It’s not pure selflessness. You need to come out on top somehow.</p>
<p>The other element in the puzzle is having a staff capable of handling this type of business. Your employees need to be on site and operate business just like you.</p>
<p>If a customer calls in and wants a large order for an athletic event, my staff takes the reins, and knows what questions to ask. They are professional and apt to provide the customer with the right options without wasting our product or their money.</p>
<p><strong>4. Evolve the Idea and Trust Your Customer</strong></p>
<p>In what seems like no time at all, you’ll have done a lot of fundraising or product sales for organizations. Try to mix it up a little if it seems stagnant. If you have organizations that might not be directly involved with the community, reach out to them. Get additional information and legitimize it for their group.</p>
<p>Just because it’s a fundraiser for a school athletic program doesn’t mean you don’t need to know the market you’re catering toward; there’s potential everywhere. With community involvement comes loyal patrons, and this usually presents a possible trust issue with customers. You’ll get to know most of your faithful customers and might let them do some unconventional things in terms of payment or job order.</p>
<p>When it comes to organizations that may seem a little shaky, talk to them more about what they want and work something out. Find out what sort of options you can do for their job. It all comes back to developing a fundraising option that works on both levels, business and customer, even if it changes from time to time.</p>
</div></div></div><div class="field field-name-field-issuenum field-type-text field-label-hidden"><div class="field-items"><div class="field-item even">December 2011</div></div></div><div class="field field-name-field-teaser field-type-text-long field-label-hidden"><div class="field-items"><div class="field-item even"><p>A Philly Pretzel Factory franchisee reveals how community involvement grows your business, customer base, and brand awareness all at once.</p>
</div></div></div><div class="field field-name-field-image field-type-image field-label-hidden"><div class="field-items"><div class="field-item even"><img src="http://www.qsrmagazine.com/sites/qsrmagazine.com/files/styles/storyimage/public/promotions/marketing-win-win.jpg?itok=RuMu1ool" alt="Brent Schadler markets his Philly Pretzel Factory units through fund raising." title="Brent Schadler markets his Philly Pretzel Factory units through fund raising." /></div></div></div><div class="field field-name-field-tio field-type-list-text field-label-above"><div class="field-label">Teaser Image Orientation:&nbsp;</div><div class="field-items"><div class="field-item even">Left</div></div></div><div class="field field-name-taxonomy-vocabulary-7 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Other Kickers:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/other-kickers/technology/sustainability">Sustainability</a></div></div></div><div class="field field-name-taxonomy-vocabulary-2 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Kicker:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/operations/charitable-giving">Charitable Giving</a></div></div></div><div class="field field-name-taxonomy-vocabulary-3 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Microsites:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/microsites/marketing">Marketing</a></div></div></div><div class="field field-name-taxonomy-vocabulary-5 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Authors:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/authors/robert-thomas">Robert Thomas</a></div></div></div><div class="field field-name-taxonomy-vocabulary-4 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Chains:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/chains/philly-pretzel-factory">Philly Pretzel Factory</a></div></div></div>Fri, 02 Dec 2011 08:00:00 +0000shannon39041 at http://www.qsrmagazine.comWho Needs a $3M TV Spot When You Have Social Media?http://www.qsrmagazine.com/news/who-needs-3m-tv-spot-when-you-have-social-media
<div class="field field-name-field-exclusive-brief field-type-list-boolean field-label-hidden"><div class="field-items"><div class="field-item even">no</div></div></div><div class="field field-name-field-image field-type-image field-label-hidden"><div class="field-items"><div class="field-item even"><img src="http://www.qsrmagazine.com/sites/qsrmagazine.com/files/styles/storyimage/public/news/who-needs-3m-tv-spot-when-you-have-social-media.jpg?itok=4p2eFKbp" width="234" height="165" alt="" /></div></div></div><div class="field field-name-body field-type-text-with-summary field-label-hidden"><div class="field-items"><div class="field-item even"><p>While some companies will be shelling out as much as $3 million for a 30-second TV spot during Sunday’s Super Bowl, some quick-serve chains plan to ramp up their marketing efforts without even hardly opening their wallets.</p>
<p>Toppers Pizza and Philly Pretzel Factory are two concepts that will leverage social media for their marketing efforts on Super Bowl Sunday, a day for which advertising was once reserved only for billion-dollar brands.</p>
<p>Marty Ferrill, vice president of operations for Philadelphia-based Philly Pretzel Factory, says his company did not want to just take a back seat with its marketing on Super Bowl Sunday, despite the costly price tag the Big Game has traditionally commanded for advertising exposure. </p>
<p>“Using the fans that we have that we already know are fanatical about us—they’ve joined our [Facebook] fan page or are following us on Twitter, or at least like the brand—we want to consistently remind them about us, especially on a day like Super Bowl Sunday,” Ferrill says.</p>
<p>Philly Pretzel Factory plans to engage with its social media followers throughout the Super Bowl, asking questions ranging from who will win the game to what the final score will be, Ferrill says. Correct answers, he says, will be rewarded with coupons for free pretzels.</p>
<p>“It’s a way for them to interact and have us be connected with the game, even though we’re not advertising during the big game,” he says.</p>
<p>At Toppers, any ignorance of the Super Bowl would be foolhardy—20 of the chain’s 28 franchised locations are located in the company’s state headquarters, Wisconsin, home of the Super Bowl hopeful Green Bay Packers.</p>
<p>But getting in front of football-hungry eyeballs in the traditional way would be too much for the small pizza chain to afford. So it’s turning to social media.</p>
<p>“We’ve been engaging our fans along with the Packers, and have run Packers messaging in our Facebook and Twitter feeds for the last month as they’ve been in the playoffs,” says Scott Iversen, director of marketing for Toppers. “It’s like we’ve built up in their minds that it’s game time, so it’s time to think about Toppers.”</p>
<p>Similar to Philly Pretzel Factory, Toppers will run game-related contests on its social media throughout the Super Bowl and reward winning participants with prizes. Iversen says success will be measured by the number of impressions, page views, and interactions the brand receives on its social media.</p>
<p>Despite the fact that there is no clearer way to determine ROI of social media, Ferrill and Iversen agree that such tools can be viable means for marketing efforts, even without big events like the Super Bowl driving participation. </p>
<p>“It’s a place where we can talk one on one with the Toppers customers,” Iversen says. “We can invite them to engage in our brand, and they can tell us what they want from the brand, whether that be from a service standpoint or a product standpoint or even from an advertising standpoint.”</p>
<p><em>By Sam Oches</em></p>
</div></div></div><div class="field field-name-taxonomy-vocabulary-7 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Other Kickers:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/other-kickers/technology/social-media">Social Media</a></div><div class="field-item odd"><a href="/category/other-kickers/technology/promotions">Promotions</a></div></div></div><div class="field field-name-taxonomy-vocabulary-3 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Microsites:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/microsites/marketing">Marketing</a></div><div class="field-item odd"><a href="/category/microsites/pizza">Pizza</a></div></div></div><div class="field field-name-taxonomy-vocabulary-4 field-type-taxonomy-term-reference field-label-above"><div class="field-label">Chains:&nbsp;</div><div class="field-items"><div class="field-item even"><a href="/category/chains/toppers-pizza">Toppers Pizza</a></div><div class="field-item odd"><a href="/category/chains/philly-pretzel-factory">Philly Pretzel Factory</a></div></div></div>Thu, 03 Feb 2011 22:28:18 +0000sam31246 at http://www.qsrmagazine.com